Nurturing operational efficiency and responding at speed to changing consumer behaviour is integral to brand success at Sessions, according to Director of Food and Beverage, Olivia Reid.
During a session covering menu management and innovation at MCA’s Restaurant Conference, Reid told delegates that the business’, “light touch” franchise model is made successful by acknowledging and responding quickly to what consumers are looking for.
The self-described ‘record label’ for food, aims to “give everybody access to good food throughout the country”, through scouting and scaling new brands, and leveraging pre-existing restaurants and operators.
Alongside its food hall, which is used as a “launch pad” to experiment with new concepts, the business gives emerging brands the tools to grow through supply chain discounts, menu development and marketing through its residencies and delivery kitchens.
“We do that through optimising the brand, it’s recipes and facilitating what we would call a light touch franchise.”
With a dedicated scout to seek out the best brands, Reid said that Sessions also harnesses the expertise of its diverse team of operations, sales, tech and menu specialists.
“We rotate fast, it’s about responding to trends and acknowledging what a consumer is looking for.
“We do our research, but we are always listening to insight, data and trends and customer feedback.
Reid adds, “Speed is our USP.”
Working with around 25 brands over its portfolio, she adds, “Supply chain and operational efficiency is integral to the business.
“We look at how, with a diverse range of menus, we can align the supply chains and reduce costs related to that.”
“If we can increase volume, through multiple usage of products within brands we can obviously reduce the price point for the consumer, or the profit margin for the SME (Small and medium-sized enterprises).”
With a QSR and delivery focused positioning, the brand aims to keep its menu size to 30-40 items, allowing for this operational efficiency.
“Keeping the menu small, and looking at how to increase it through modifiers, and embellishing is probably better than having multiple new items”, explained the food and beverage director.
Value is a key consideration when it comes to menu innovation, said Reid, with a focus on approachable entry points.
“When it comes to the food hall, we offer added experience. We don’t charge for live music, we make the experience the added.”
Offering an insight into current food trends, Reid said, “I’d love to say that the new developing, discovery cuisines were the leading, but they never are.
“Our frustration is when you hit the consumer, with the food hall and the delivery platforms, the top five cuisines are always going to be the ones that we are most familiar with.”
“I think the innovation that were going to see is more about how cuisines can adapt and evolve.
“I’m not saying bring back fusion, but maybe looking at more hybrid versions and where the success points have been historically”, she added.
